Wu Lei Was Out Of Stock With The Shirt. The Little Black Horse From Jinjiang Small Workshop Became A Big Winner.

At 23:15 on Saturday at Beijing time, the Spaniard will be visiting Nokamp, making a Derby war with Barcelona.

This will also be the first time Chinese player Wu Lei has stepped into Nokamp's soccer hall in the capacity of Spanish Liga player, and his opponent is Messi.

In March this year, Wu Lei scored the first goal of Spanish Liga on behalf of the Spaniard. This is the first goal of his Spanish League career and the first time a Chinese player has scored in the Spanish League.

The goal on the green field ushered in a global carnival.

In social media, countless fans at home and abroad are wearing the Spanish 24 shirt with the name "WULEI". Relevant information shows that 1 months after joining the Spaniard, Wu Lei sold more than 10000 pieces of the Jersey in the world, and some stores in Spain even sold out.

The Spanish sports equipment sponsor is Carle, a famous Spanish brand.

In Carle's Tmall flagship store, Wu Lei sold 499 yuan in the same month with more than 1600 shirts.

Things here seem to be a successful marketing of international sports brands, but in fact, Fujian Jinjiang Yuan Xiang garment weaving company is the biggest winner behind this competition.

Yuan Xiang, who started from the foundries, was only a Carle's OEM factory. In 2014, he bought Carle's US China ownership and entered the Asian market.

Last December, Yuan Xiang received 80% of Carle's US stock and became the controlling shareholder of the international brand from Spain.

From a sewing machine workshop to a counterattack and acquisition of a well-known international brand, this is another story of a local brand from Jinjiang seeking international development. It is also a typical case of pformation and upgrading in China.

Small workshop pformation

Ke Yongxiang is a native of Jinjiang. In 2003, Ke Yongxiang's eldest brother Ke Yongyuan started her family sports workshop and began to make sportswear.

At that time, Anta, 361 degree, PEAK and other sports brands entered a period of rapid development and reached their peak in 2008.

"The overall sports industry in Jinjiang is very strong."

A sewing machine, a batch of cloth, many Jinjiang people started their first pot of gold from a small workshop.

Ke Yongxiang, who is studying in Fuzhou, will enter a group of basketball clothes from his family to sell around the universities, and do some small business after his homework.

After graduating from college in 2004, Ke Yongxiang rented a berth in the local market of Fuzhou with the help of his brother, and opened a sporting goods store called "Ao Que". Skipping, skating shoes, sports equipment, basketball, basketball clothes and football clothes were everything.

"Orca" can reach 200-300 yuan a year, serving eight districts and five counties in Fuzhou, but Ke Yongxiang still feels that the volume of wholesale and retail in small areas is too small.

At the same time, the factory has been focusing on domestic small orders, low profits and small scale, and Ke Yongxiang is looking for a way out.

At that time, many people began to receive foreign trade orders and earn the difference.

In 2010, Ke Yongxiang registered the integrity account, re registered the company: Jinjiang Yuan Xiang, and opened the Alibaba international station, trying to receive international orders.

In 2014, Yuan Xiang's foreign trade business reached its peak. "OEM export has achieved more than 200 million yuan a year, and tens of millions of dollars have just started."

In recent years, foreign trade has opened Ke Yongxiang's train of thought. He believes that foundry is always a labor-intensive industry.

Many local brands in Jinjiang, such as Anta and XTEP, have completed the pformation from the factory to the brand.

During that time, he tried to build his own football clothes brand.

"Self built brand has not been done, it is better to create an international brand with high consumer recognition."

Ke Yongxiang wants to try another way.

Counter attack takeover

In recent years, Ke Yongxiang has been exposed to a large number of international brands.

Including the more than 50 year old Spanish brand Carle beauty.

In 2000, Carle and the United States welcomed the highlight.

In 1993 -1998, Carle sponsored the Real Madrid team. At that time, Real Madrid was also at its peak. The glory of the team also brought fire to Carle. In addition to the Real Madrid fans, even the king of Spain and other nobles were wearing the brand's Jersey.

At that time, all the clothing orders made by Carle, the first Spanish sports brand, were produced by Yuan Xiang.

According to Ke Yongxiang, at that time, Yuan Xiang could receive an order of US $1000-2000 from Carle.

In 2008 the European debt crisis, the glory of Carle's beauty also went away, since then, began to decline.

"At that time, their financial situation was very bad. Just when we wanted to be a football brand, we wanted to buy a European brand. Would it be more appropriate?"

At that time, Carle and us were in urgent need of funds and were looking for suitable acquirers.

But at the negotiating table, Ke Yongxiang also had some weak points. "There is not much cash in it," he said.

In 2014, Yuan Xiang and Carle reached a consensus to buy out their ownership in China. As a project of Yuan Xiang's brand strategy, Carle and Mei were responsible for the production of Yuan Xiang, and the brand operation was held by Carle and Mei.

After entering the Chinese market, Carle us (Greater China) revenue was nearly 500 million yuan in 2016.

Such achievements also demonstrate the strong potential of the Chinese market.

Ke Yongxiang firmly believes that the Chinese market is big and has the strength to cultivate world-class sports brands.

At the same time, the development of Greater China in Yuan Xiang's operation is much faster than that in Spain and other parts of the world.

"Football is round, the earth is also round, and there are football cultures all over the world. I believe there is still a big market for Chinese football apparel."

Therefore, the acquisition of Carle's global business is imperative.

And the core is to get the ultimate right to operate the brand.

"Many brands are not essential acquisitions, but only 20 years of trademark licensing. This is a strategic problem. It is hard to succeed."

He believes that the core operating rights are not in their hands, it is difficult to really operate the brand.

In order to win Carle's beauty, Yuan Xiang constantly told Spanish Company stories about China, China's quality and China's speed, which also gave Spain a vision of the future.

"I think they value China's strong market more."

In December of last year, Carle, the US Far Glory company, received 80% of the shares of Carle and became the controlling shareholder of the international brand from Spain.

Ke Yongxiang revealed that in the operation of brand, China and Spain headquarters will remain independent.

After acquisition

Will Chinese companies buy the old European football brand, and they will not accept it? The answer is yes.

"For example, we need to consider the ratio of employing foreigners, and also keep the brand culture originated from Europe in the design," Ke Yongxiang admitted. Most of the encounter after the acquisition is a conflict of ideas and culture.

On the design, Europeans are fastidious about classic, so the style is new slow. On the contrary, the new speed of domestic clothing is fast, especially by the stimulation of the electricity supplier.

In this regard, Ke Yongxiang has carried out reforms to speed up the renewal cycle of Carle's products. "The fastest 2 weeks will be able to design the on-line, but the classic section will remain unchanged for 3-5 years."

At present, Carle's beauty is divided into four seasons, one year, the new 700-800 SKU, including children's clothing, adult leisure, professional sports three major categories.

It is Ke Yongxiang's wish to let Carle and the United States return to their peak days.

"We must be willing to invest in marketing and expand brand influence."

After having tasted the sweetness of marketing, Carle increased the equipment sponsorship of football matches and clubs.

Not long ago, they signed a contract with the China League and became the official sponsor of ball and equipment for the 2019-2022 season. At the same time, they also provided a new season robe for 10 clubs.

In addition to sponsoring the five major leagues, they are also increasing support for Chinese campus football.

In recent years, the importance of the country's football field has been gradually increasing, which is good news for Ke Yongxiang.

"The increasing attention of the country will have a great impact on our industry chain and encourage everyone to continue playing football so that fans, fans and economies will be there."

In addition, Carle beauty also began to enter basketball, running and other sports areas.

At this stage, Carle or the United States is still on the line, forming around the major sports venues brand sales outlets, "mostly group buying, you will buy a full set of equipment from head to toe, and buy 20 people."

Although the mode of group buying is low, the turnover is large.

Last year, Carle and Tmall stores also completed about 60000000 sales.

In the next ten years, it is the golden year of sports industry for ten years. Sports enthusiasts will grow in a geometric way.

Ke Yongxiang has confidence in being a world-class sporting goods company. "The next step is to catch up with Puma."